Commercial production company LiveTribe recently traveled to Detroit to produce and direct a spot titled “Mission,” highlighting the 2022 RED special edition Jeep Compass. The new campaign, which also involves Stellantis brands RAM and Fiat, aims to raise more than $4 million in promised funding to support (RED) charity, which began years ago to fight HIV/AIDS, tuberculosis and malaria. This new campaign will help raise aid to address the coronavirus pandemic. 

According to the director of the commercial, Alberto Accettulli, the key was to make the most of the limited window of access to the RED Jeep. “We wanted to build a distinct sense of movement for this special edition, so we utilized a SPV racing drone,” he said. “Jeep has never used this kind of extreme footage, to fly really fast toward the vehicle at high speed. It gave the film a unique energy.” 

In this spot, we start on the Red planet, before bold graphics inform viewers that the real RED mission is back on planet Earth. We are then introduced to the inspired, limited edition Jeep Compass, which will help fund RED’s new mission expanded to include COVID vaccinations worldwide. “Drive RED, Save Lives,” the spot concludes.

Bono, co-founder of (RED), called the partnership with the automaker “a power shot in the arm” for the organization’s “fight against pandemics and the complacency that fuels them.”

“I’m here to sell an idea that unless this pandemic is defeated everywhere, no one is safe anywhere,” said Bono. “I’m not sure it’s clear that people realize that it’s not an act of charity to get vaccines out to people who live on the other side of the world, it’s enlightened self-interest.”

Credits

Client Jeep Agency Migrante Content Leonardo Ricagni, executive creative director; Sol Ricagni, creative director; Keithian Sammons, Pablo Figueroa, producers; Franco Ricagni, Hernan Hernandez, editors. Production Company LiveTribe, Los Angeles;  Alberto Accettulli, director; Tommy Daguanno, DP; Kaia Lavender, exec producer/partner;  Theresa Marth, head of production; Ritchie Piert, producer.

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